Bell Pottinger's digital arm has developed an interactive multimedia publishing tool for the Press Association.

The Press Association will sell the timeline widget service to national online publishers to present coverage of high profile events, such as the Ashes and the birth of the royal baby.

Bell Pottinger Wired MD James Thomlinson said: 'For a PR agency like Bell Pottinger to be producing this kind of cutting-edge product development shows the great inroads that our industry has made to rightfully own a slice of the digital landscape from the big advertising and digital agencies.'

The widget aims to help readers interact with content to keep them on a site for longer and help brands get greater volumes of content through to key audiences.

The Press Association and Bell Pottinger Wired may collaborate on further digital developments.

Bell Pottinger launched the division in November to offer services such as website design, film production and social media management.